Table of Contents Part 1: Situation Analysis Company Analysis Brand Analysis Market Analysis Target Market Analysis Competitive Analysis Part 2: Market Research Objectives Research Results Consumer Insights SWOT Analysis Part 3: Creative Strategy Positioning Statement Creative Brief Campaign Concepts Creative Work Media Tactics Part 1: Situation Analysis Company Analysis

Company Description Parent Company: A multinational consumer goods company that owns over 400 brands ● World’s largest ice cream producer (2 billion Popsicles sold annually) ● Two billion people use/consume Unilever products daily: ○ Home, personal care, food products Brands & Products

Food Products: Personal Care: Sales Analysis

Current Sales Analysis ● 2012: Unilever controlled ⅕ of the $85 billion Ice Cream/Frozen Treat market ● Sales/Revenue: Decreased after 2012

Market Share Top Ice Cream/Frozen Treat Firms Worldwide in 2012 ● Unilever Group - 19.60% ● Nestle S.A. - 13.10% ● General Mills, Inc. - 2.10% ● Other - 65.20% Company Revenue Philanthropic Strategies

The Unilever Foundation partnered with 5 leading global organizations: ● Oxfam ● Population Services International (PSI) ● Save the Children ● UNICEF ● World Food Programme

Foundation’s mission: To improve quality of life through the provision of hygiene, sanitation, access to clean drinking water, basic nutrition, and enhancing self-esteem. Brand Analysis

Product features: Product benefits: ● 30 variations of shapes, sizes, and flavors ● Wide variety of flavors to satisfy personal ● Six different categories (Popsicle, Yosicle, preferences (health conscious, chocoholics) Creamsicle, Fudgesicle, On The Go, and ● Convenient to eat with one hand Better For You) ● Can be bought, eaten, and enjoyed during any ● Co-branding with Air-heads, Jelly Belly, Sour time of the year Patch Kids, Jolly Rancher, and Nickelodeon ● A box of Popsicles can be shared with friends, ● Packaging advertises children’s shows/films family, and loved ones (Spongebob, Avengers) ● Helps cool you down on a hot summer day ● Must be refrigerated to enjoy ● On a stick and individually wrapped Pricing & Distribution

Average price per product: ● $3.79

Distribution Channels: ● Unilever’s Master Distributor ○ TransCold Distribution Ltd. ■ Deliver to supermarkets, smaller scaled stores, and independent companies Past Product Promotions

● Traditional Print ● Comic Book

● Television Current Product Promotions

● Facebook: 1.3M likes ● Website

● Twitter: 83K followers ● Television ○ No recent commercials Brand Services Offered

Support Services ● Fast and efficient customer service ● Website offers phone number and email address

Customer Relationship Management ● Respond to comments and complaints on social media in timely fashion ● Website offers email newsletter, gives product nutrition facts, and has the “Where to Buy” option to help consumers locate products in-store Brand Equity

● Overall Strength of Brand → Brand Preference ● Quality I Price I Variety

Market Analysis Industry Size ● Ice Cream/Frozen Treat Industry ■ Decrease in sales since 2011 ■ Expected to increase 11.1% in 2016 ■ Ice Cream segment accounts for 13.6% of the market ■ Unilever accounts for 19.6% of the Ice Cream market Seasonality

Seasonally ● Highest sales: Summer (June - August) ● Lowest sales: Fall/Winter (September - February)

Geographically ● Most sales: Southwest ● Least sales: Northeast Opportunities & Threats

Opportunities: Threats: ● Co-Branding with entertainment ● Market Rivalry companies (Nickelodeon) ○ Frozen Treat market is a high ● Merging with specialty candy volume and low margin sector companies (Jolly Rancher, Sour ● U.S. Frozen Treat market has Patch Kids) experienced fairly weak growth since ● Many distribution channels 2011 ● Appealing to consumers of all ages ● Competitors with healthier options with their social media campaigns ● Generic and store brands offering and packaging same type of product for lower price Industry Trends

Trends ● Increase of health conscious options ● Increasing channels of distribution

Leaders in the Market ● Nestle S.A. ● Unilever ● Blue Bell Creameries ● Wells Enterprises, Inc. Target Market Analysis

Target Market Approach ● Differentiated Approach ○ Primary consumers (children) ○ Secondary consumers (parents)

● Children influence the parent to purchase the product ● The brand’s advertising targets the children ● Popsicles are considered an “impulse” buy Target Market Specifics Demographics: Psychographics: ● Gender: Female ● Light magazine readers (AARP, Better Homes ● Age: 25-54 years old and Gardens, Family Circle, Good Housekeeping, National Geographic, People) ● Ethnicity: White ● Heavy newspaper readers (Metro-Puck, USA ● Education: No college Weekend) ● Occupation: Professional ● Light radio listeners (weekdays 6am to 10am) ● Heavy Prime Time TV watchers (ABC Family, ● Household Income: $75,000 - $149,999 CNN, ESPN, The Discovery Channel, Food ● Region: Southern U.S. Network, Fox News Channel, The Weather ● Marital status: Married Channel, TBS, TNT) ● Children’s age: 12-17 years old ● TV show types (Early morning/evening weekday news, College football, news specials) ● Cable and HBO subscribers ● Light internet users (Gmail, Yahoo, iTunes, Pandora, Wikipedia, WebMD, Amazon) Target Market Demographics: Psychographics: Characteristics of Targeted Consumers Needs ● Consumers seek frozen treats in the warmer seasons

Benefits ● Product is available in-store all year round ● Variety of flavors are always available

Consumer needs are being met and people purchase Popsicle because of its ideal price and quality. Product Usage

Who is using the product? When do they use the product? ● Mothers buy the product and ● Popsicles can be eaten any time their children consume the of the year, but consumers product prefer to buy product during warmer seasons

Why do they use the product? How is the product used? ● To children, Popsicles are ● Product is eaten on hot summer considered to be a dessert/treat days or used to soothe a sore throat Product Positioning

● Customers favor Popsicle products over generic and competitor’s products because of the variety of products and flavors being offered

● Consumers have positive attitude towards brand and overall product category ○ According to social media and product reviews Social Media Engagement

Quantitative Analytics: ● Popsicle.com has relatively low traffic and data ● Website ranks 713,609th ● Mostly positive comments from social media users ● People explain their love for the brand and the different ways Competitive Analysis

Direct Competition: ● Nestle ○ Edy’s Fruit Bars ○ Total market share = 3.67%

● Jel Sert ○ Fla-Vor-Ice ○ Total market share = 37.7%

Competitor Product Attributes

Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● Made with artificial flavors and ● Made with real fruit real fruit juice ● Available in a variety of flavors: ● Available in a variety of flavors: ○ Coconut, grape, lemon, ○ strawberry, berry punch, lime, mango, pineapple, grape, tropical punch, lemon peach, pomengranate, lime, and orange raspberry, strawberry, ● Available to purchase in bulk tangerine, and veggie ● Lower calorie/less sugar options flavors available ● Flavorful with ½ the fat and ⅓ less calories than competitor ice pops Competitor’s Promotion Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● No recents advertisements, print ads, ● Website showcases different or commercials products and gives nutrition facts ● Website showcases products and ● Facebook: 553,594 likes features recipe ideas ● Twitter: 4,565 followers ● Facebook: 174,247 likes ● Instagram: 600 followers ● Twitter: 1,600 followers Competitor Media Costs/Distribution Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: Media Costs Media Costs ● No money is currently being spent on ● No commercials, just print ads advertising ● Media costs unknown ● Social media is used to promote ● In 1991, $1 million was spent with BBDO

Distribution Distribution ● Available for purchase online and in ● Available at large chain grocery stores, large supermarkets/grocery stores supermarkets, and specialty stores ○ Walmart, Target, Jewel ○ Walmart, Target, Walgreens Services Offered

Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● Website gives their contact ● Exceptional customer service information ○ Quick and kind responses ● Responsive to people on Twitter and ● Immediate responses to people on Facebook within a few hours all social media platforms ● Website contains links to their social media sites, contact information, and a “Flavor Locator” Competitive Strengths/Weaknesses Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: Market Share Market Share ● Ranks 1st in the category ● Ranks 6th in Frozen Novelty category Target Market Perception ● Consumers have positive attitude Target Market Perception ● Very little interaction/feedback on ● Consumers have positive attitude social media ● Rated #2 in Frozen Treats by Shespeaks.com reviews Research and Development ● No new products being introduced Research and Development ● Fruit and Veggie bars are being introduced with fewer calories Competitive Trends

Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● Big competitor because company ● Newer, healthier options are has been around since 1926 available ● Product is popular and more practical ● Nestle is the biggest parent brand due to its availability in bulk within Frozen Treat market ● This brand has more positive reviews and comments via social media

Part 2: Market Research Objectives

Purpose of this research: ● To determine which demographic to target (parent, child, or both) ● To analyze whether children influence the purchasing behavior of their parents ● To see if the Popsicle brand has a positive or negative connotation among its consumers

What information is being sought: ● Whether or not the familiarity of the product is keeping the brand in business ● If the consumers are familiar with Popsicle’s advertising

How will we use that information: ● To reposition the brand in the minds of the parents ● To analyze the most effective platforms to advertise on to reach the target market Methodology

Online Survey (Surveymonkey.com) ● Survey distributed via email, social media websites, and blogs ○ Facebook, Twitter, Pinterest

Total Respondents = 215 Research Results

● 87% of respondents said that they are familiar with the Popsicle brand ● 60% chose Facebook as their favorite social media website ● 92% have a positive attitude towards brand ● 13.6% chose Popsicle as their favorite frozen treat ● 76% said that they only buy Popsicles in the summer ● Respondents described Popsicle’s advertising as “stale” and “boring” ● Brand was described as “unpopular” and “nostalgic” ● Product is bought most frequently at national supermarkets ● Parents (females) are responsible for shopping/purchasing decisions ● The taste of Popsicle products is not an issue, but consumers believe that the product’s price and promotion are a problem that affects their decision to purchase the brand

Consumer Insights

● When parents (moms) buy Popsicles for their children, it makes them happy that they can share something nostalgic from their childhood ● The purchase influencer (child) has a better connection with the brand than the actual purchaser (parent) ● A consumer will purchase Popsicle depending on its price and promotion SWOT Analysis Strengths: Opportunities: ● Household brand since 1905 ● Co-branding with children’s entertainment ● Parents company is the 3rd largest networks consumer goods company in the world ● Merging with specialty candy companies ● Many distribution channels ● Future mass marketing and advertising ● Co-branding with other companies to ● More promotions and incentives offered to enhance products consumers ● Appeals strongly to children

Weaknesses: Threats: ● Weak product category (Frozen Novelty) ● Target audience has forgotten about brand ● Fierce market rivalry ● Brand fails to emphasize healthier options ● Healthier options offered by competitors ● No recent or relevant advertising ● Similar and cheaper generic/store brands ● Weak social media presence ● Other frozen treats are more popular (ice cream, frozen yogurt, sherbet) Part 3: Creative Strategy Positioning Statement

For women in the 24-54 year old demographic, Popsicle is the frozen novelty that delivers great tasting flavors that only Popsicle can please, while bringing nostalgic memories to the purchaser. Creative Brief

1. What is the communication going to accomplish? We want to increase and raise brand awareness by 45% by the end of 2016. We want to enhance Popsicle’s brand engagement on social media and in-store by 40% by the end of 2016. Also, we want to reposition the brand by changing its look, making it appear more relevant and personal to our target demographic.

2. What is the real problem? Popsicle’s problem would be their lack of brand awareness in effort to reach the consumer, due to nonexistent and ineffective advertising on all platforms. Creative Brief (cont.)

3. Who is this among? Mothers between the ages of 25-54 who grew up with the Popsicle brand. She is married, has 2 young children, drives a Dodge Caravan, lives in a southern Texas suburb, works as an accountant, and earns about $75,000 a year. She watches Lifetime, HGTV, romantic comedy films, and often browses on Facebook and Amazon. She enjoys cooking Italian food, shopping at J.Crew, and watching her children play sports. Her purchase behavior is impacted by her family’s wants and needs. Her children mean the world to her, and she always puts them first.

4. Single minded proposition? Popsicle can be differentiated from other frozen novelty brands because of its nostalgic aspect. To get consumers to act and buy our product, we must reconnect the brand to our target demographic using nostalgic content for them to create and maintain a personal connection to the brand. Creative Brief (cont.)

5. Reason to believe? Consumers should believe this new nostalgic approach because since its creation in 1905, both adults and children have enjoyed Popsicle products throughout the years. The brand is still present today and often reminds older individuals of memories of enjoying Popsicles during their childhood. The brand’s current image, message, and design primarily appeal to just children, so we want the brand to appeal and connect more with the actual purchaser.

6. Why might they talk about this idea? With our rebranded and creative nostalgic approach, the consumer will feel a personal and emotional connection with the brand and they will connect to other consumers that have similar memories associated with Popsicle. The brand will have older individuals reminiscing about their past, which will lead them to sharing stories with their children and others. Creative Brief (cont.)

7. What keeps the conversation going? A new found respect for a once loved childhood novelty will keep the conversation ongoing. A nostalgic approach is the ultimate way of reconnecting and changing the way people view and interact with the brand. Our new campaign will be “memory based”, allowing consumers to share their stories, connect with each other, and reconnect with the Popsicle brand. Campaign Concepts

Name of Campaign: “Same taste. Different memories.” ● Give Popsicle a more modern, fun, and humorous look/personality ● Allow people to share their favorite memories with Popsicle on several platforms ● Consumer will feel a sense of nostalgia while reflecting back on these memories Campaign Components

1. TV Spots 7. Sponsorships 2. Digital Print Ads 8. Photo Booth 3. Digital Billboards 9. Theater Advertising 4. Social Media 10. Benches 5. Website 11. Contest 6. Packaging Paid Media

● TV Spots (30 seconds) ● Digital Billboards ○ In-store ○ Malls ○ Bus shelters ● Digital and Traditional Print Ads ● Movie Theater Advertising TV Spot #1 TV Spot #2 In-Store Mall Bus Shelter

● Popsicle stick bench ● Digital screen ○ Shows user- generated content ○ Encourages people to share their memories on social media Digital Print Ad Print Ad

Movie Theater

● Movie theater advertising ○ shown during PG and PG13 movies in the summer ○ show commercial Owned Media

● Website ● Packaging Website

● Drive consumers to our website by encouraging them to submit their stories for the chance to be featured in a commercial

● Offer occasional coupons Website Packaging

Before After Earned Media

● Social Media ○ Facebook ○ Twitter ○ Instagram ○ Pinterest ○ Tumblr Facebook Twitter Instagram

Mobile ● Sponsored Ads ● Recipes ● Customer pictures ● Contest winners featured Pinterest Tumblr

Mobile and Web ● Recipes ● Stories ● Images ● GIF’s of TV Spots Sponsorship

● Theme Park Partnership ○ Six Flags Amusement Parks ○ Water Parks ● Candy Crush Six Flags Amusement Parks Waterparks

Candy Crush

Partner with Candy Crush to feature Popsicle themed levels 360 Integration

● Commercial Contest ○ Featured on packaging, social media, digital print, website, and photo booths ● Photobooth Vending Machines ● Popsicle Stick Benches Commercial Contest Photo/Vending Machine

Featured in select urban areas during the warmer months ● Gives people the option to buy a Popsicle for $1 and then take a picture in the photo booth ● Picture can be sent to social media ● #MemoriesWithPopsicle on photo Popsicle Stick Benches

Media Goals

Strategy ● Seasonality and Timing ○ Campaign runs from June 2015-June 2016 ○ Advertise all year round, heavily during spring/summer months

Goals/Tactics ● Reach - campaign will run continuously on different platforms ● Frequency - flighting and pulsing ○ Advertise months at a time Media Goals

Overall Goal: Increase reach by two million people by the end of June 2016 ● Brand Interactivity ○ Increase engagement by 40% ● Impressions on Social Media ○ Likes, shares, tweets, posts, pins ● Website ○ Subscribers, views ● In-Store ○ Coupon redemption ● Photobooths ○ Popsicles bought, pictures taken Same taste. Different memories.